In 2024, the landscape of sponsorships in motorsport has continued to evolve, with increasingly innovative and engaging initiatives. Here is an overview of the 5 most creative sponsorships  in motorsport in recent years and the lessons we can learn from them.

Red Bull Racing and Oracle: Artificial Intelligence to Engage Fans

Red Bull Racing ‘s partnership with Oracle has revolutionized fan interaction through the use of artificial intelligence (AI). Oracle has provided advanced data analysis tools, enabling the team to better understand fan preferences and deliver personalized content. This collaboration improved both on-track performance and audience engagement, creating a more immersive experience for fans. Lesson learned: Integrating technology into sponsorships can amplify fan engagement, turning spectators into active participants.

Petronas and Mercedes-AMG: Sustainability and Performance

The collaboration between Petronas and Mercedes-AMG demonstrated how a sponsorship can positively influence technical performance and brand image. Petronas has provided advanced lubricants and fuels, contributing to the team’s successes. In addition, the focus on sustainability reinforced both companies’ commitment to cleaner energy solutions. Lesson learned: A significant technical contribution within a sponsorship strengthens the brand image, turning it into an active partner in the team’s success.

Mission Winnow and Ducati: Redefining the Concept of Sponsorship.

Mission Winnow, an initiative of Philip Morris International, partnered with Ducati in MotoGP to promote innovation and change. The campaign focused on discussions regarding the future and technology, without directly promoting a product. This approach redefined the brand’s public image, creating a narrative that went beyond the track. Lesson learned: Sponsorships can influence brand perception, allowing even brands with controversial narratives to reposition themselves positively.

Heineken and Formula 1: “When You Drive, Never Drink”

Heineken launched a campaign in Formula 1 with the message “When You Drive, Never Drink,” promoting responsible behavior among motorsports fans. Using F1 icons in commercials, the campaign combined the glamour of racing with an important social message, reaching millions of people through various channels. Lesson learned: Sponsorships that embrace social responsibility build an authentic connection with the public, tying the brand to positive messages.

ABB and Formula E: Sponsoring the Future of Mobility.

The partnership between ABB and Formula E represents one of the most visionary sponsorships in motorsport. ABB, a leading automation and energy solutions company, has used the Formula E as a platform to promote its commitment to electrification and sustainability. The decision to sponsor an exclusively electric competition was consistent with the company’s values of innovation and clean technology. Formula E, with its city race format and focus on innovation, offered ABB the opportunity to demonstrate the potential of its solutions, from fast charging systems to energy management technologies, in a practical way. This sponsorship not only allowed ABB to increase its visibility, but positioned the brand as a pioneer in the future of sustainable mobility. Lesson learned: Being consistent with one’s corporate values within a sponsorship is key to building authenticity. ABB was able to use Formula E to tell its story, not only as a sponsor but as an active partner in defining the future of motorsport and mobility.

Conclusion

Sponsorships in motorsport in recent years have taught us that effectiveness lies not only in brand visibility, but in the ability to tell a story, create authentic connections and make a meaningful contribution to the world of racing. Whether it is sustainability, technological innovation or social responsibility messages, the campaigns that have had the greatest impact have been those that have gone beyond simple branding and become an integral part of the motorsport narrative. Motorsport offers a unique platform for telling stories of innovation, speed and passion. The most creative sponsorships leverage these qualities to create memorable experiences that not only engage fans, but set new standards for the entire industry. Companies that manage to authentically and meaningfully insert themselves into the racing world not only gain visibility, but build lasting relationships with audiences, proving that motorsport is more than just a sport: it is a powerful tool for communication and human connection.